Ethical dimensions change satisfaction

First Direct has been placed at the top of a new customer satisfaction list, but M&S Bank is the top performing brand in ‘emotional connection’ dimension, which measures the extent to which an organisation engenders feelings of trust and reassurance in customers.

This year the Institute of Customer Service (ICS) added new categories, including an ethical, to its UK Customer Satisfaction Index (UKCSI). The Institute’s research shows a brand achieving high ratings for customer experience (such as ease of doing business with, getting things right the first time) and on measures like emotional connection, customer ethos and ethics can engender higher levels of satisfaction, particularly when paired with a customer-centric approach.

The highest profile casualty of adding the new categories would appear to be Amazon, falling to fifth place overall after having topped the poll for the last six published biannual Indexes (UKSCI). The top 10 rated organisations in January 2019 are:

1. First Direct
2. John Lewis
3. M&S (Bank)
4. Next
5. Amazon.co.uk
6. Nationwide Building Society
7. Netflix
8. Argos
9. Nationwide Insurance
10. LV=

Jo Causon, CEO of ICS, said: “In today’s complex world, it is vital organisations get the basics rights first: efficiency of service, complaint handling and the actual customer experience. On top of this, consumers are placing growing importance on trust, transparency, emotional connection and ethical behaviour. Our research shows there’s a compelling argument for meeting both these types of customer priorities for a profitable business return.”

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